These days, tech is most definitely hip. On last year’s CoolBrands list, Apple was number 1, while Sony and Bang and Olufsen both appeared in the top 20. The list is based on votes from 3,000 consumers and a panel of key influencers, including model Daisy Lowe and fashion designer Julien McDonald.
But strip back the hype and the slick advertising, the celeb hipster associations and the pioneering technologies, and you’re essentially left with plastic boxes of varying sizes filled with tiny but powerful components. So when tasked with writing about tech, how do you make it sound interesting and exciting? How do you capture your readers’ attention? We’ve put together a few ideas to help you create tech content that’s more dynamic than dull…
Don’t get too hung up on specs
For all that tech has become cool, it’s essentially still components and plastic. And components don’t always make for the most scintillating reading.
Instead of barraging your audience with a glut of specifications that mean very little outside of The IT Crowd office, apply the adage ‘everything in moderation’. Specs are informative, but too many at once can be scary.
If someone wants a new laptop for web-browsing on the sofa do they really need to know about its Integrated Radeon HD 8650G graphics card? Probably not.
Make tech more human by relating it to our daily lives
Capture your reader's attention by instead showcasing the features that will benefit them. To turn a feature into a benefit you must bring the technology to life by relating it to people’s lives.
So instead of listing dry feature after dry feature, explain how those features can solve our problems and make life easier, more enriched. For instance: will that laptop have enough memory to hold all my music and films? Does it run the programs I need for work? Is it slim and light enough to fit in my bag for my commute to the office? Will its battery last all day?
Tell them that with a 3G-enabled tablet they can watch TV and browse the web on the bus to work; that a convertible laptop with Windows 8 can do the job of both a tablet and regular laptop, so is great for the office desk and the sofa at home; that a smart TV is smart because it can stream Netflix direct to their telly.
Answer people’s questions to solve their problems
More and more people search the web by writing questions into the search bar, and Google’s latest Hummingbird algorithm is designed to reflect that. The algorithm interprets whole sentences – or search strings – rather than individual words, meaning it can understand conversational questions.
So think about the kind of questions that people wanting to buy, say, a new TV or laptop might ask, and write content addressing those specific issues. Because Hummingbird values content which solves people’s problems, your content is also more likely to appear higher in Google’s search engine results pages.
Ignore Apple launches at your peril
Over the past decade Apple has become an international emblem of cool. Its smartphones and tablets are true objects of desire, fashion accessories coveted as much for their looks as their performance.
Unveiled in glitzy, glamorous press events in cavernous halls filled with loud music, towering projector screens and marketing people who know a thing or two about hype, Apple product launches are more like a rock concert than a company showing off a new bit of kit.
Such events dominate headlines on online news sites and rack up serious page views – more than 172,000 people viewed a video of the iPhone 5S launch on YouTube. So if you’re a tech retailer or IT services provider, make sure you harness the buzz surrounding new product launches for your own content.